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Influencers, instagurus and enablers: using accessorial liability to establish a norm of behaviour in relation to disguised viral marketing
ORCID: 0000-0003-3424-1366 and Freilich, A 2017
, 'Influencers, instagurus and enablers: using accessorial liability to establish a norm of behaviour in relation to disguised viral marketing'
, Australian Journal of Competition and Consumer Law, vol. 25, no. 2
, pp. 113-123
.
Full text not available from this repository.
Abstract
The nature of advertising is changing rapidly. With an interconnected world, online advertising has now become more prevalent, more valuable, and possibly more insidious than traditional forms of advertising. In this article, the authors consider the practice of "disguised marketing". This practice is often facilitated by people collectively known as "influencers" or "instagurus", and while the failure to identify a commercial connection between these persons and the goods or service can lead to harmful consumer outcomes, it is suggested that to establish a better norm of conduct, the regulator may well consider targeting the "enabler" of such information. This enabler, depending on the context, may be the search engine or social media site that allows the display of information to occur. When this targeting is combined with regulatory direction and primary liability as appropriate, the infrastructure necessary to achieve better consumer outcomes will be in place.
| Item Type: | Article |
|---|---|
| Authors/Creators: | Griggs, L and Freilich, A |
| Keywords: | consumer, marketing |
| Journal or Publication Title: | Australian Journal of Competition and Consumer Law |
| Publisher: | Thomson Reuters |
| ISSN: | 1838-9260 |
| Copyright Information: | © 2017 Thomson Reuters (Professional) Australia Limited |
| Related URLs: | |
| Item Statistics: | View statistics for this item |
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